A simplified guide
Starting your journey in SEO (Search Engine Optimisation) can feel overwhelming, especially with the abundance of technical jargon surrounding it. It is not just about improving rankings on Google and other search engines; it is about understanding a complex system of content, code, and connections.
That is why we have created this easy-to-follow glossary of essential SEO terms. It explains not only what each term means but also how different elements of SEO relate to one another.
Whether you are a curious beginner or someone looking to collaborate with an SEO agency, this guide lays the groundwork for speaking the language of search engines.
How SEO terms are categorised
SEO terms typically fall into one of three categories:
- Content – Everything published on a website (text, images, media).
- Links – Internal and external references to a website.
- Search engines – Processes and systems that index and rank content.
Some terms overlap these areas. Understanding how they connect makes SEO much easier to grasp.
Search engine-related terms
- SERP: The Search Engine Results Page is displayed after a user types a query.
- Googlebot: Google’s web crawler that scans pages to determine how they should rank.
- Bounce rate: The percentage of visitors who leave a site without interacting.
- Algorithm: A set of rules search engines use to rank websites based on trust, relevance, and content quality.
Shared terms: Content + Search engines
- HTML: The code that structures a website’s content and layout.
- Alt text: Describes images for accessibility and helps Google understand visuals.
- H1 tag: The main heading on a page—crucial for both readers and SEO.
- Hreflang: A tag that indicates the language and regional targeting of a webpage.
- Meta description: A short text snippet displayed on search results to summarise a page.
- Canonical tag: Tells search engines which version of a similar page should be ranked.
Content-specific terms
- Keywords: Words or phrases users type into search engines to find content.
- Keyword research: The process of identifying valuable keywords for an audience.
- Keyword cannibalisation: When multiple pages on a site compete for the same keyword, it confuses search engines.
- Keyword stuffing: Overloading a page with keywords in an unnatural way—often penalised by Google.
- Exact duplication: Copying another site’s content word-for-word. Bad for rankings and credibility.
- Content duplication: Having similar content on different pages of the same or other sites.
- Anchor text: Clickable text in a hyperlink—used to indicate link relevance.
- CMS (Content Management System): Software like WordPress that helps manage website content without requiring coding.
- Domain: The registered web address of a site (e.g., www.example.com).
Content + Link terms
- Internal links: Hyperlinks between pages on the same website. They help structure a site and share authority.
Link-specific terms
- Backlinks: External links from other websites pointing to a site are key for building authority.
- Backlink audit: A review of backlinks to assess their quality and identify any harmful ones.
- Backlink profile: The collection of all backlinks pointing to a site.
- Citation: Mentions of a business name and contact details on other websites, often in directories. These boost local SEO and trust.
In conclusion
While SEO is constantly evolving, this glossary covers the most important foundational terms.
New phrases and strategies appear regularly, but with this guide, you will be well-prepared to build, optimise, or evaluate any SEO effort.
Image: SEO is constantly evolving. Credit: Ketut Subiyanto
